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评价模型的服务接触过程模型,提出了Bitner(1990)和它所提到的,在服务接触过程,应该有一个特别强调顾客感知的重要性和营销组合。该模型认为,在与顾客的互动过程中,它应该支付特别注意控制元素将影响顾客评论,感知的服务质量和重复购买行为。
The evaluation model of service contact process The model was proposed by Bitner (1990) and it mentioned that in service contact process, there should be a particular emphasis on the importance of customer perception and marketing mix. The model considered that in the process of interaction with customers, it should pay a special attention to the controlled elements which would affect customer reviews, perception of service quality and repeat purchase behavior.
当有一个差距,顾客感知的服务性能和性能,预计客户会有心理上的不确定性,这种不确定性将影响满意度在服务接触过程,从而影响他们的感知服务质量,以及最终的服务质量也会受到影响,影响顾客的行为意向,如声誉,服务转型和服务忠诚。该模型利用顾客感知与期望之间的矛盾来衡量服务质量和满意度之间的关系,分析了服务质量、行为意图。
When there was a gap between the service performance that customers perceived and the performance that they expected, customers would have a psychological uncertainty and this uncertainty would affect the satisfaction in service contact process, thereby affecting their perceived service quality, and finally quality of service would also be affected to influence customers’ behavior intention, such as reputation, service transformation and service loyalty. The model makes use of the inconsistent between customer perception and expectation to measure service quality and analyzes the relationship between satisfaction and service quality, behavior intention.
2.3.3 The evaluation model of customers’ perceived service quality Christian (2002) put forward the concept of customers’ perceived service quality and the model of total perceived service quality in 1982. Service quality is the quality of service which customers have perceived, which means that quality of service can not be determined by administrators. More importantly, quality of service is not an objectively determined quality but customers’ subjective perception towards service. This effectively means that different people have different evaluation towards the same service quality, and the same customer also has different evaluation towards the same service, because consumers’ consumption psychology and behavior will be mature gradually.
2.3.4 Gap analysis model of service quality and the SERVQUAL scaleParasuraman et al (1998) discussed the potential applications of SERVQUAL scale. He pointed out that customers’ perceived service quality not only depends on technical quality and functional quality, but also rests with the gap between the quality that customers have expected and the quality that they have experienced (Parasuraman, 1998). Christian (2002) has created the evaluation method of perceived service quality and customer difference structure, as well as methods to measure the degree of matching among customer service experience, service results and customer expectations which is still taken as the most important theoretical basis for research on management of service quality. Among many service quality evaluation models, the gap analysis model of service quality and the SERVQUAL scale were accepted most by other scholars.
Service quality can be divided into several dimensions, namely technical quality, functional quality and corporate, as described in Gronroos (2002). Further research by Gronroos in year 2006 showed that corporate image actually demonstrates a filtering effect because the image is built up from the technical and functional quality of the service and other traditional marketing techniques. He concluded that the quality of service as having two dimensions – a technical or outcome dimension and a functional or process-related dimension. Technical quality dimension can be referred as ‘product quality’ or what the customer is left with after the provision and the personal interaction are over. It can often be gauged. On the other hand, functional quality dimension refers to the interactions between the service provider and the customer. This dimension often influences the customer’s perception on the technical quality.
In Parasuranman, Zeithaml & Berry (1998)’s observation, customers often use ten dimensions to form the expectations and perceptions of a service quality and the ten determinants being access, communication, competence, courtesy, credibility, reliability, responsiveness, securities, tangibles and understanding. In other words, these ten dimensions affect the perception of customers on the service quality. Parasuranman, Zeithaml & Berry (1998) later combined certain dimensions that correlate. For example, competence, courtesy, credibility and security were defined by assurance and empathy is made up of access, communication and understanding.
Tangibles: include physical contact with customers, equipment and tools for services, physical facilities and personnel.
Reliability: Ability to fulfil the guaranteed services dependably and accurately. Also deliver performance according to the requirements of the customers and at the agreed level of quality.
Responsiveness: Service provision with initiative and promptness. Willingness to help customers and even volunteer if necessary.
Assurance: The ability to convey trust and confidence of the service that is provided to the customers, which is supported by subject knowledge and understanding, ability to produce and deliver, and the necessary skills. Also the display of decency in the process of providing the service; qualities such as politeness, respect, friendship, responsibility, integrity and loyalty.
Empathy: Provision of customised attention and attention to details to the customers. Domain such as accessibility and convenience of service for customers and special understanding of the needs of customers.
These five dimensions are often used in the service supplier to known the notions of target audience in relation to their requirements. It can afford a measurement of service quality of the provider and a measurement of customer satisfaction. Additionally, these five pillars may also be used internally to understand the quality of the provided services and make improvements if necessary.
2.3.5 Evaluation system of service quality and retail trade
·Prospective service
With the progress of information technology and the constant updating of customer relationship management theory, modern enterprises’ management capabilities and attention degree towards data of customers have achieved an unprecedented height. Modern enterprises were from customers’ point of view to satisfy customers’ potential demands, which is the key to the success of modern enterprises’. This shows that the service of modern enterprises’ has already had features of prospectively (Timothy et al, 2006), today, enterprises should not only meet customers’ current demand, they should also satisfy customers’ potential demand, so as to provide customers with the service experience of a high degree to increase customer loyalty.
·Stability of service
The competitive degree of homogenization of modern enterprises’ becomes higher than ever, many companies like to proceed from a special perspective to provide customers with a special experience of service to achieve a success. They all ignore another problem, that is, the stability of service, only the stable high-quality service can give customers consistent service experience to bring enterprises a stable and long-term loyalty. Rajib et al (2011) compared two Indian supermarkets and found that those which could provide stable high-quality services could improve service experience more, and unstable quality of service would increase customers’ discontented level towards the supermarket’s service.
·Extension of service
In order to success in competition to make the most efforts to provide customers with some additional services, offering customers a windfall and surprises, this is an extension of service. Rajib et al (2011) found in his research on supermarkets that those which could provide customers with additional services had natural access to higher service satisfaction, such as providing some constructive advice for customers’ purchasing decision, providing customers with free logistics for purchasing bulk goods, providing customers with free parking, etc.
2.3.6 Summaryhttp://www.ukassignment.org/uklunwen/
SERVQUAL scale was the first scale which systematically measure service quality, it provided an important basis for academics and practitioners to study and evaluate the level of service quality. Therefore, this study was based on this research model to analyze customers’ evaluation on TIANQIAO department store’s (TIANQIAO for short) service quality. However, taking into account the development of modern technology, the progress of modern marketing theory and changes in customer demand, this study was from prospectively, stability, and extensibility of service to evaluate TIANQIAO’s quality of service.
2.4Customer satisfaction
2.4.1 Definition of customer satisfaction
Cardozo (2000) first introduced the view of customer satisfaction to marketing area, many theorists and practitioners conducted long-term research and exploration towards the impact of customer satisfaction or dissatisfaction on enterprises and achieved convincing results. These studies have shown that in the process when customers purchase or consume products or services provided by enterprises, they will produce a psychological experience or cognition: whether their requirements have been satisfied or not, this kind of psychological experience or cognition directly reflects whether they are satisfied with the products or services. And customer satisfaction or not will have an enormous impact on the survival and development of enterprises’. Satisfaction is a psychological comparison process, when consumers compare their expectations and actual performance of service, they will produce the so-called expectancy disconfirmation, if desired inconsistent result is negative, indicating that consumers are not satisfied; if the result is positive, showing that consumers have a higher satisfaction; if the desired inconsistent result is neutral, consumers confirm that their expectation agrees with their perception, which have in common with the concept of quality and service (Heesup and Kisang, 2009). #p#分页标题#e#
2.4.2 Customer satisfaction measurement
·Expectancy model
Expectancy model considered that satisfaction was achieved through a two-stage process. Before buying, customers will have "expectation" for performance of products, namely, a variety of benefits and effectiveness which products will provide. After purchase, consumer will compare the real level of performance that they acquire by consuming the products with the level that they have expected before purchase, thus resulting in gap or the "inconsistent” between the two, this is the first stage. In the second stage, based on the "inconsistent” different circumstances, customer show different "satisfaction" response: when the actual performance and the expectation are the same, that is, the "inconsistent" is zero, the customers will have a "moderate satisfaction "; when the actual performance is more than the expectation, namely, the "inconsistent" is positive, resulting in "satisfactory"; and when the actual performance falls short of the expectation, the "inconsistent" is negative, leading to the "unsatisfactory." Therefore, what expectancy model measures satisfaction is the difference between customers’ expectation and customers’ perception (Heesup and Kisang, 2009).
·Performance modelPerformance model holds that the benefits that the attributes of a product brings customers are degrees of meeting the needs of customers’, which directly determines the level of customer satisfaction. Thus, the higher product performance is, the higher perception that customers have for a product, and customers are more satisfied with the product, otherwise, customers are not satisfied (Michael et al, 2011).
The above-mentioned are two types of more representative models of research on models of customer satisfaction, in addition, there are many other models, some of these models introduce new variables, such as pay equity, consumer sentiment, etc., and study their impact on satisfaction.
·Fair model
Whether customers are satisfied with a product not only depends on the comparison between expectation and performance, but also lies in whether customers believe that the transaction is fair and reasonable. The higher degree of fairness customers feel, the more satisfied customers would be, on the contrary, the lower degree of fairness, the more dissatisfied customers would be (Bolton and Katherine, 1999).
·Emotional Model
Customer satisfaction includes not only cognitive components but also emotional components, it can not fully explain consumers behavioral responses without emotional dimensions. In the modern study on services marketing theory, the impact of consumers’ sentiment on satisfaction has been paid an increasing attention by more scholars, so that consumer surprise has become strategic decisions of more and more successful companies’ (Barry and Richard, 1996).
2.4.3 Summary
With the deepening study on satisfaction, based on cognitive science, more emotional content which is difficult to be grasped is integrated into satisfaction model, so that the rational model has been added emotional component, which will undoubtedly make the satisfaction model more complete and more close to human nature. Therefore, the measurement of customer satisfaction in this study should be carried out not only from product performance and customer expectation, but also form payment fairness and consumer sentiment.
2.5 Relationship between service quality and customer satisfaction
2.5.1 Customer satisfaction as the first variable
Scholars of various parties have held different views about relationship between quality of service and satisfaction for a long time. Christian et al (2005) advocated adjusting customers’ perception of service according to the degrees of satisfaction or dissatisfaction in consumption experience. Thus, Oliver held that satisfaction was the first variable for the quality of service. Bolton and James (1991) also believed that customer satisfaction was from measured expectation and difference of perception; it would further affect the quality of service.
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